Naked Revival is making waves as the rebirth of the original “Naked Underwear.” Founded by former athlete Joel Primus, the brand is reinventing itself into a broader wellness and lifestyle company. With a philosophy centered on transparency, authenticity, and routines, Naked Revival is betting that storytelling plus product is the winning formula.
Company Snapshot
- Founded By: Joel Primus (ex long-distance runner turned entrepreneur)
- Origins: Began as Naked Underwear, made from premium Pima cotton discovered in Peru
- Retail History: Holt Renfrew, Nordstrom, Bloomingdale’s, Hudson’s Bay
- Current Focus: Wellness essentials, luxury apparel, lifestyle products
- Unique Edge: Blending commerce with raw documentary storytelling
💡 Translation: This isn’t just about selling clothes. It’s about building a brand identity rooted in realness and wellness.
Latest News: Growth Strategy Update
In September 2025, Entrepreneur UK profiled Naked Revival’s push into documentary-grade storytelling with Revive, a 13-episode series slated for 2026, along with a short film, Prelude, now on YouTube. The article also highlights new creative leadership (filmmaker Adam Besse and marketer-producer Geoff Plewes) and the brand’s content-to-commerce strategy. (read it here)
Brand Genesis & Transformation
The Naked brand began when Joel Primus’ running career ended early due to injury. Traveling in Peru, he discovered Pima cotton and turned that inspiration into Naked Underwear — designed to feel like you’re wearing nothing at all. Success came quickly, but a merger with Bendon saw the brand lose momentum.
Enter Naked Revival. This isn’t just underwear anymore. It’s a full reset: apparel, routines, rituals, and wellness products aimed at helping people live their truth. (about page)
Core Philosophy & Products
Three pillars drive Naked Revival:
- Transparency: Clear sourcing, materials, and process.
- Wellness: Products that improve daily rituals.
- Authenticity: Encouraging people to live untold truths.
Products now span from luxury underwear to lifestyle apparel and wellness-focused items. The strategy isn’t just comfort — it’s comfort with meaning.
Growth Strategy & Storytelling
The documentary approach is the real differentiator. Instead of polished ads, Naked Revival is offering raw, unfiltered behind-the-scenes content. The “Revive” series doubles as both marketing and reality check — positioning the company as an open book.
This content-to-commerce strategy is central. By making storytelling the product, the company aims to build deeper community trust and drive loyalty in an overcrowded market.
Community & Culture
By involving customers in the messy process of building a business, Naked Revival hopes to foster a tight-knit community. Think less Instagram filters, more honesty about supply chain problems, funding stress, and small victories. It’s risky — but if it works, customers won’t just buy products, they’ll buy into the journey.
Why Following Naked Revival as a Future Public Company Matters
Naked Revival isn’t just positioning itself as a lifestyle brand — it’s also laying the groundwork to go public. Through a Letter of Intent with HAW Capital 2 Corp. the company is pursuing a reverse takeover that would see it listed on the TSX Venture Exchange. As part of this transaction, they’ve already secured over $600,000 in bridge financing and are targeting a minimum of C$2,000,000 in concurrent financing. In the May 12, 2025 LOI, HAW2 anticipated issuing securities to Naked Revival holders with an aggregate value of approximately C$4,860,000 (pre-money) at a deemed price of ~C$0.11 per share.
Why Investors Might Care:
- Early Entry Point: A public listing via RTO would give retail investors exposure to the company at an early stage of its lifecycle.
- Clear Public Path: The RTO with HAW Capital 2 offers a near-term route to the public markets, bypassing the slower, more expensive IPO process.
- Content-to-Commerce Edge: The upcoming 13-part “Revive” docu-series is not just marketing — it’s designed to build loyalty and drive topline momentum by pulling customers deeper into the brand story.
- Sector Tailwinds: Consumer demand for wellness, transparency, and authenticity continues to grow, positioning Naked Revival in the right place at the right time.
- Financing Momentum: With bridge financing closed and a larger concurrent raise planned, the company is actively building the runway to scale operations and storytelling simultaneously.
- Valuation Reference: The May 2025 LOI with HAW2 valued Naked Revival at about C$4.86 million pre-money, with shares deemed at ~C$0.11 each, offering investors a transparent baseline for future comparisons.
Outlook & Catalysts to Watch
- 2026 Launch: “Revive” docu-series release — will it resonate?
- Product Expansion: How new lifestyle/wellness products perform.
- Financing: Whether future rounds support bigger scale.
- Engagement Metrics: Community response to transparency-first strategy.
Conclusion
Naked Revival is taking a bold swing: part lifestyle brand, part documentary project, part wellness movement. With $600K in funding momentum and a content-driven strategy, the company could either set a new bar for authentic branding or face challenges scaling. For now, it’s one of the more intriguing brand comebacks in the wellness space.
Marc has been involved in the Stock Market Media Industry for the last +5 years. After obtaining a college degree in engineering in France, he moved to Canada, where he created Money,eh?, a personal finance website.
